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Target’s mobile app is a standout in store guidance. The mapping functionality it provides is far and away the best we have seen, and consumers love it. The app allows customers to create shopping lists, alerts them if the item is out of stock in their local store or only available online, and then maps out where the items can be found in the local store and highlights the most efficient route. Well designed, easy to use and satisfying a real need, Target’s seamless store guidance features are a definite win. The Target app also provides a plethora of information about things like product inventory to help shoppers on their path to purchase. Areas for improvement include personalization and additional content that takes the focus beyond shopping alone.